Sale is made emotionally and justified logically same goes with marketing

No emotion, no sale You, as a seller of recruitment/search, must tap into the emotions, needs and wants of the buyer/hiring manager. We fundamentally make all of our decisions based on emotion, not logic. Logic supports our emotions and is used to justify our decisions after we have made them. Logic plays a part, but emotion is the core ingredient. Show me a recruitment sales person with no emotion during the presentation and I will show you an underperforming consultant. Once you identify the target audience for your marketing messages, you need to consider which emotional triggers you can connect to those messages. Here are some common emotional triggers that you can tie into your sales messages when presenting. Fear: Fear is an emotion that can be used in a wide variety of sales messages. As a recruiter, you could ask the question, “What are the implications for you as a hiring manager if you are unable to find the right candidate for your company?” Guilt: Consumers are easily affected by messages that trigger emotions of guilt. Nonprofit organisations use the guilt trigger effectively in copy such as, “Don’t let them suffer anymore.” Do you remember Live Aid? Trust: Trust is one of the hottest trends in sales. If your prospect doesn’t trust you, you will not get the sale. Belonging: Few people truly want to be alone. Human nature dictates that most people want to feel like they belong to a group, and prospect can be influenced to engage a recruiter if that recruiter is positioned as an authority in a particular niche and works with similar companies. This translates as, “you’re part of the family”. Competition: The old adage of ‘keeping up with the Joneses’ is an adage for a reason. Many prospects are affected by a competitive desire to feel equal to or better than their peers. When marketing a candidate, tell the prospect that he or she is also talking to their main competitors. Spend some time crafting your presentation so that you are tapping into your prospect’s emotions. No emotion, no sales